SEO Success Strategy Tier II: Attracting Search Engine Attention
Once their website has been created and published, many new website owners think that the web development project is finished. But in reality, the real work is just beginning. For this to be a money-making website, your website must be found. Traffic has to be generated and driven to the website.
There are several effective methods that can be implemented in Tier II of the SEO strategy to create this web traffic. While all methods may not be required to create web traffic to the new website, some combination of most of these strategies will be important for initial traffic generation, maintaining traffic and finally, growing traffic to your website for long-term, lasting results.These important strategies include:
Dynamic content is essential for search engine recognition, and by updating the website on a frequent and consistent basis, the search engines see your website as active, not stagnate. How often should changes be made? At the very least, monthly. But the more frequent the changes, the better as long as the changes are made on a regular basis. There are some tried and true methods you may want to employ:
Monthly newsletter (or weekly)
Tip of the day that rotates to the page using a script from an existing database of information at your site
RSS feed to public news feeds that update hourly or daily at the least
Changes to contact information, staffing, clients, etc.
Checking the links frequently to make sure that they are active and valid, and changing the link text from time to time will register as a change to the page
Simple modification of content from time to time should be done in between these regular maintenance tasks which will update the website
Good links management will result in a stronger weight given by the search engines for search positioning. The algorithms used for weighting one page over another require link popularity assessment for successful traffic to your website. Link popularity is also one of the main considerations for both Google and Alexa Page Rank. How do you achieve link popularity? It can be tedious process and requires careful attention to the selection of the links and the anchor text that comprises the link but there are several means that can be employed:
Reciprocal Links - Search for relevant and desired web pages with which to trade links
- Purchase Page Rank-based links - boost your relevance and weight in the eyes of search engines by purchasing links for a period of time, three to six months until you have achieved a better ranking
List with directories - paid or unpaid directory listing that are relevant to your website will give your website additional exposure
Anchor text - create the links with link text in mind, utilizing relevant keywords where possible
- PageRank consideration - while not always possible, when you can, choose to link with websites that have decent PageRank (PR); i.e., PR of 3 could be a minimum but a PR of 4 would be a better minimum requirement from those pages who want to exchange links with you
Blogs - web logs linked to your site or posting to popular blogs with your links included to point traffic back to your site; a good strategy is to employ pinging with the blog posting
Forums - forum participation that allows you to leave your link with the intent of attracting traffic back to your site can get traffic back to your website, however, take care that you actually offer something of value in your posting so you are not accused of spamming
Search engine listings - listing with the few free search engines and directories is an essential step, although you won't see any results for months
Gather opt-in email addresses - utilize an email list subscription function on your website with the intent of sending e-newsletters and announcements on a regular basis. This subscription list can be used for several other campaigns, including the sale of advertising space on your newsletter for example.
Advertise on ezines - purchase sponsorship on other email lists where you can promote your product and/or services as well as links to your website in the process.
Pay-Per-Click (PPC) campaigns with Google and Yahoo Search Marketing where you purchase advertising space based on keywords that are popular for your website if you are not in a saturated market. If your business operates in a saturated internet market, seek niche keywords for your PPC advertising. Determine your budget first and from there, you will know how much you can afford for the positioning you desire. It's all mathematical:
- Price Per Click = monthly budget/number of clicks or
- Number of clicks = monthly budget/price per click
Some suitable combination of price and number of clicks based on your own budget will result in a campaign you can monitor and adjust as necessary. The important result to watch for is the conversion rate. How many paid clicks convert into the desired result; i.e., new contract, sale of product, sign up for e-newsletter, etc.
Remember that the website is only the first step. Driving traffic to your site is the next important task. Layout a plan of action and follow-through. You are not going to realize success until you spend the time and energy - or pay someone else for their time and energy - to get the job done.
